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Unang arifin
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UPT Publikasi Ilmiah, Universitas Islam Bandung. Jl. Tamansari No. 20, Bandung 40116, Indonesia, Tlp +62 22 420 3368, +62 22 426 3895 ext. 6891
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Bandung Conference Series: Public Relations
Published by Universitas Islam Bandung
ISSN : -     EISSN : 28282167     DOI : https://doi.org/10.29313/bcspr.v2i2
Core Subject : Humanities, Education, Social,
Humanities Languange, Linguistic, Communication & Media Social Sciences
Bandung Conference Series: Public Relations (BCSPR) menerbitkan artikel penelitian akademik tentang kajian teoritis dan terapan serta berfokus pada Public Relations dengan ruang lingkup Strategi Promosi, Brand, Citra, Corporate Social Responbility, Digital Public Relations, Diplomasi Publik, Dramaturgi, Hoax, Humas International, Informasi, Kampanye Public Relations, Transaksi, Krisis, Kinerja, Komunikasi Persuasi, Konseling, Konten, Kredibilitas, Kualitas Pelayanan, Literasi, Media Online, Media Sosial, Membangun Kepercayaan, Minat beli, Motif, Pelayanan, Pemberitaan, Peran Sosial, Perspektif, Pola Komunikasi Perusahaan, Profesionalisme, Publikasi, Rebranding, rebranding, Sikap, Special Event, Strategi media relations, Publikasi, Teknologi Informasi, Word of Mouth. Prosiding ini diterbitkan oleh UPT Publikasi Ilmiah Unisba. Artikel yang dikirimkan ke prosiding ini akan diproses secara online dan menggunakan double blind review minimal oleh dua orang mitra bebestari.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 1 Documents
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Strategi Komunikasi Pemasaran Toko Thrifting BNS.NEWGEN melalui Fitur Shopee Live Taufiq Muhammad Firdaus; Ratri Rizki Kusumalestari
Bandung Conference Series: Public Relations 417-426
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.25793

Abstract

Abstract. This study describes the marketing communication strategy of the BNS.NEWGEN thrift store through the Shopee Live feature in increasing the number of viewers, covering planning, obstacles, and solutions. Live streaming has grown into a marketing communication medium on e-commerce platforms, particularly Shopee Live, enabling sellers to interact with audiences in real time. This research uses a qualitative approach with a descriptive method and a positivist paradigm. Data were collected through interviews with three informants, namely the store owner, the live host, and the store admin, observation of live streaming sessions, and documentation of Shopee Live dashboard data for the period of 14 April to 11 May 2025. Data were analyzed using the interactive model of Miles and Huberman and validated through triangulation. The results show that planning focuses on three aspects: staged promotional strategies supported by Shopee Live advertising, host credibility built through transparency about product conditions and familiarity with viewers, and broadcast scheduling every day except Monday in two sessions. Obstacles include unstable networks, power outages, accumulated comments, and national events that divide audience attention. Solutions include backup power and connections, selective comment management, and schedule adjustments.   Abstrak. Penelitian ini mendeskripsikan strategi komunikasi pemasaran Toko Thrifting BNS.NEWGEN melalui fitur Shopee Live dalam meningkatkan jumlah viewers, yang mencakup perencanaan, kendala, dan solusi. Penelitian dilatarbelakangi oleh berkembangnya live streaming sebagai sarana komunikasi pemasaran pada platform e-commerce, khususnya Shopee Live, yang memungkinkan penjual berinteraksi secara real-time dengan audiens. Penelitian menggunakan pendekatan kualitatif dengan metode deskriptif dan paradigma positivisme. Data dikumpulkan melalui wawancara dengan tiga informan, yaitu pemilik toko, host live, dan admin toko, observasi terhadap sesi live streaming, serta studi dokumentasi data dashboard Shopee Live periode 14 April sampai 11 Mei 2025. Data dianalisis menggunakan model interaktif Miles dan Huberman dengan uji keabsahan melalui triangulasi. Hasil penelitian menunjukkan perencanaan diarahkan pada tiga aspek, yaitu strategi promosi bertahap yang didukung iklan Live Shopee, kredibilitas host yang dibangun melalui keterbukaan kondisi produk dan keakraban dengan penonton, serta pemilihan waktu siaran setiap hari kecuali Senin dalam dua sesi. Kendala meliputi gangguan jaringan, pemadaman listrik, penumpukan komentar, dan acara nasional yang memecah perhatian penonton. Solusi mencakup penyediaan daya dan koneksi cadangan, pengelolaan komentar secara selektif, serta penyesuaian jadwal siaran.

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